Integration of Plug & Charge for EV Rentals is the Revolution that Needs to Happen
By Edward A. Sanchez — March 28, 2024
Frustration with public EV charging is nothing new, and is likely what led to the industry-wide adoption of the Tesla-developed NACS protocol in the hope that all EVs will eventually be able to take advantage of the nationwide Supercharger network. But the experience can be even more frustrating for the uninitiated in the form of car rentals. A recent post on LinkedIn by someone who themselves works in the EV charging industry highlights some of the problems.
You’re Getting an EV, Whether You Want It or Not
Based on the poster’s account, EVs are being given to customers that are not requesting them, and may not want them in the first place. For those unfamiliar with EVs, this is a recipe for disaster. Unfamiliar with charging networks, charging speeds, and the various apps needed to activate charging, never mind the fact that if you have a Tesla, you will need an adapter to charge at Level 2 public chargers, which may or may not come with the rental car. Even if they were, how many people would know they needed one?
Apps? Nobody Told Me I Needed Apps!
With internal combustion and liquid hydrocarbon fuels being the transportation model for more than a century, the procedure is well-understood by the vast majority of drivers: Pull up to a pump, swipe your card or pre-pay the cashier, and refuel. Such is not (yet) the case with EVs. Most still require a bespoke app specific to that network to initiate charging. Some vehicles support Plug & Charge technology, but that requires a payment method on file. And once again, we’re getting back to the issue of incompatible connectors, requiring an adapter.
Bad Experiences = EV Prejudice
For uninitiated renters that get an EV, the unfamiliarity with the process could have them swear off EVs, possibly permanently. And much like customer or restaurant reviews online, it’s usually the negative ones that get the most attention. You can also count on those having had negative experiences sharing with friends and family at holiday gatherings, cocktail hour chatter, or other occasions, perpetuating the cycle of negativity.
What Needs to Happen
Long story short, the rental car industry, automotive software developers, and the OEMs need to work together to embed the rental customer’s method of payment directly to the car through an API to enable a universal Plug & Charge functionality. When they pull up to a charger, they simply plug in and charge, as is the experience for all Tesla owners using the Supercharger network.
Secondly, there should perhaps be a mandatory short video that comes up in the center screen explaining charging, adapters, and charging etiquette to renters – it wouldn’t have to be longer than about a minute and a half. The car won’t “start” until after the video is watched and acknowledged.
Finally, until EVs become the majority of cars on the road, and as second-nature to people as using a smartphone is today, don’t force people to rent them, wittingly or unwittingly.
EV rentals should be a deliberate choice. Rental counter agents should be trained to ask customers that request one, “Have you ever driven or rented an EV before? Are you familiar with charging procedures?” That’s not to say they won’t get customers in a hurry that dismissively say, “Yeah, yeah, whatever, just give me the car.” But renting an EV should not be a casual transaction.
The day may come when EVs become so common that NACS plugs predominate in public charging, Plug & Charge is the rule, not the exception, and charging stations are ubiquitous and visible from coast to coast. Until then, they need to be given a unique treatment. Put simply, the general driving public – and especially car renters – might not be ready for them yet.
(Image by Upgraded Points)
